MASTERING AMAZON MARKETING SERVICES IN 2018

1 MASTERING AMAZON MARKETING SERVICES IN 2018 Cutting-Edge AMS Strategies to Drive Product Discoverability & SalesTable of ContentsIntroductionFirst Things First: Content MattersAMS OverviewSponsored Product Ads: Powerful and ComplexHeadline Search Ads: Eye-Catching and Brand BuildingProduct Display Ads: Competitive and TargetedKeys to Remember358101825313 IntroductionEvery day, your competitors are employing new tools and hiring experts to get their products in front of more consumers. If you aren t, you re already need AMS to compete, but more importantly, you need an advanced AMS strategy that ll set your brand and products apart from your competition.

2 In this guide, we ll provide insights into each powerful AMS ad types Sponsored Product Ads, Headline Search Ads, and Product Display Ads and some of the advanced strategies and trade secrets that make us a top AMAZON agency. Let s get - You ll notice notes at the beginning of each section regarding ACoS (Advertising Cost of Sale) per ad type. A low ACoS is obviously desirable, but depending on your goals, a higher ACoS may be worth Things First: Content Matters5 The Definitive Guide to MASTERING AMAZON MARKETING SERVICES in 2018 First Things First: Content MattersThere's no point in getting the best ad placements if they don't a huge part of the conversion process comes down to the content.

3 This includes: Images Titles Descriptions A+ Content (Vendors) Enhanced Brand Content (3P Sellers) Customer ReviewsEvery single one of those factors will impact your it a step further, however amazing your content is, it must match the original ad and give the user exactly what they re looking for. You can drive all the traffic in the world but if it s not a quality landing page and it s not specific with the consumer s search intent it s going to be inefficient spend. Pat Petriello Head of Marketplace StrategyCPC Strategy6 The Definitive Guide to MASTERING AMAZON MARKETING SERVICES in 2018 EBC and A+ content in particular are powerful ways to convert customers.

4 Both of these enable Brand Owner sellers to modify the product description field of their branded ASINs to describe their product features with a unique brand story, enhanced images, and you re ready to get a handle on your product listing content, start with these guides: The Ultimate Guide to AMAZON SEO Brand Seller s Guide To Enhanced Brand Content (EBC) The Brand s Guide To AMAZON A+ ContentAMS Overview8 The Definitive Guide to MASTERING AMAZON MARKETING SERVICES in 2018 AMS OverviewAmazon MARKETING SERVICES is an advertising section on AMAZON built for Vendors.

5 Here s a quick guide to the different types of ads available: Headline Search Product Display Sponsored ProductsAll of the ad types are available to vendors and 3P sellers except for Product Display Ads, which are still only available to vendors.(If you re new to AMS, or want to take a closer look at the fundamentals, start with our basic AMAZON MARKETING SERVICES Guide) Sponsored Product Ads: Powerful and Complex10 The Definitive Guide to MASTERING AMAZON MARKETING SERVICES in 2018 Sponsored Product Ads: Powerful and ComplexAvailable to Vendors & 3P SellersACoS.

6 $$$$Intro/AppearanceSponsored Product ads are either Automatic (content-driven) or Manual (keyword-driven) targeted ads that show up on the search engine results most frequent Sponsored Products inefficiencies stem from bid levels, keyword matching and optimization, campaign differentiation, and structure. This will be the longest section in this guide, simply because Sponsored Products Ads are a core driver of Definitive Guide to MASTERING AMAZON MARKETING SERVICES in 2018 Set Your GoalsIf your Sponsored Products strategy isn t working, it s time to start from the are driven by your company s goals.

7 Your goals will help set the benchmark for a successful campaign. Here are two examples of goals that will impact your strategy differently:Volume Some brands just want to get their name out there and build their brand credibility. Even a 1:1 return on advertising spend is considered For other sellers, margins might not be suitable for those type of risks so there s a more strict ROI Product AgnosticWhich ASINs will work best on Sponsored Product ads? Not always the ones you think. According to Pat Petriello, Senior Marketplace Strategist at CPC Strategy, product selection bias is probably the number one most common inefficiency in most AMS strategies.

8 Product Selection Bias: Sellers have products in mind that they want to do well or that they believe will do well so those are the products that they will advertise or bid higher on or put in multiple ad groups regardless of the Definitive Guide to MASTERING AMAZON MARKETING SERVICES in 2018 Don t pick products to advertise based on your hunches. Always go with the data. One of things I would recommend is to be product agnostic, I can almost guarantee that no seller has a product catalog where 100 percent of their products are going to be winners or 100 percent are going to be losers.

9 You don t have to make it a guessing game. Use the data that AMAZON provides to make those strategic decisions. Later on, you can start to weed out which products are performing well and deserve a higher bid vs. those products that are not performing well. For example, you may want to run:High bids on well performing products: $.50 to $ bids on average performing products: $.15 to $.50 Low bids on poor performing products: $.02 to $.15 Own the Buy BoxSponsored Product Ads will only surface when you are the current Buy Box winner.

10 If you don t own the Buy Box, you re going to have a problem with example, when Verilux joined CPC Strategy, they were already advertising on AMAZON Sponsored Products. However, they weren t seeing the results they Petriello Head of Marketplace StrategyCPC Strategy313 The Definitive Guide to MASTERING AMAZON MARKETING SERVICES in 2018 Our experts identified that their catalog was suffering from a lack of Buy Box ownership. Read the full case study here. Together, CPC Strategy and Verilux were able to troubleshoot a number of issues and move Verilux from an average Buy Box ownership of 37% to 95% (YOY).